Jewelry Pronunciation

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Jewelry Pronunciation

Post by rogerwimmer » Wed Oct 22, 2014 6:30 am

Doc: This isn’t a major problem, but it’s something that drives me crazy. Virtually all of our on-air staff pronounces the word “jewelry” as jew-la-ree, not jewel-ree. I try to get everyone to pronounce words correctly on the air, but I can’t win this battle. Any ideas? - Anonymous

Anon: My experience indicates that your on-air people aren’t in a minority when it comes to pronouncing the word “jewelry” correctly. The pronunciation has become so common that I hear it on many radio and TV stations and even many people who work at jewelry stores say they sell jew-la-ree.

The best you can do is point it out to them every time they pronounce the word incorrectly. However, there are some things in life that just can’t be changed. In addition, my guess is that most of your listeners don’t even know your on-air people are pronouncing the word incorrectly because they pronounce it the same way.

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Roger Wimmer is owner of Wimmer Research and senior author of Mass Media Research: An Introduction, 10th Edition.

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